That Will Never Work #48: Can Free Consumable Products Make Big Profits?
May 3, 2022
In this discussion, Josh Cliffords, founder of FreeWater, shares his vision of creating ad-backed, free consumable products. He talks about his nonprofit origins and his ambitious goal of launching the world’s first free supermarket. Josh explains how FreeWater uses packaging as ad space, tying in charitable giving with profits. They also dive into the challenges of advertiser ROI and the impact of his viral TikTok success on brand awareness. Can he prove the model works and transform consumer shopping? Tune in to find out!
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Free Product As An Ad-Backed Media Platform
- Josh Clifford framed FreeWater as a new ad-backed media product that donates 10¢ per unit to charity.
- He believes ad-supported free consumables can scale into a ‘free supermarket’ model that funds global aid.
Repeated Physical Impressions Increase Engagement
- Josh compares physical bottle impressions to direct mail, arguing repeated exposure while drinking raises ad ROI.
- He claims the beverage is a high-engagement medium because people see the ad multiple times.
Coach Advertisers To Improve Creative
- Josh says focus on advertiser outcomes and coach them to produce better creative before printing.
- Build a platform that grades ads and recommends improvements to protect advertiser ROI.
